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Related Experiment Videos

Taking the direct route.

J W Peltier1, A K Kleimenhagen, G M Naidu

  • 1College of Business and Economics, University of Wisconsin-Whitewater.

Journal of Health Care Marketing
|March 4, 1995
PubMed
Summary

Direct marketing offers significant opportunities for healthcare providers. This study explores how U.S. hospitals utilize direct marketing (DM) strategies and identifies characteristics of high and low users.

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Area of Science:

  • Healthcare Management
  • Marketing Strategy
  • Health Communication

Background:

  • Direct marketing (DM) presents untapped potential within the healthcare sector.
  • Limited research exists on hospitals' adoption and application of DM techniques.
  • Understanding current hospital DM practices is crucial for strategic communication.

Purpose of the Study:

  • To examine the incorporation of direct marketing (DM) into U.S. hospitals' communication programs.
  • To identify and profile hospitals that are high versus low users of DM.
  • To discuss the unique characteristics of direct marketing relevant to healthcare.

Main Methods:

  • Exploratory study design.
  • Analysis of direct marketing (DM) implementation in U.S. hospitals.
  • Development of user profiles based on DM adoption levels.

Main Results:

  • Hospitals vary significantly in their utilization of direct marketing (DM) strategies.
  • Distinct characteristics differentiate high-usage DM hospitals from low-usage ones.
  • Findings provide insights into current hospital communication program compositions.

Conclusions:

  • Direct marketing (DM) adoption in hospitals is not uniform.
  • Profiling high and low users offers a framework for understanding DM integration.
  • Further research can build upon these findings to optimize healthcare marketing efforts.

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